Investment fueling continued expansion for Smearcase

The investment from the Chicago-based venture firm will help Smearcase accelerate its natural channel strategy and its expansion into approximately 1,000 retail doors, according to Smearcase.

Founded in 2023, Smearcase turns cottage cheese into an ice cream-like product under the brand name FroCo.

FroCo is formulated with cottage cheese, milk, cane sugar, liquid milk protein, pectin and collagen.

“We didn’t try to fit into an existing category, we built a new one,” said Joe Rotondo, founder and chief executive officer of Smearcase. “FroCo exists because today’s consumers refuse to choose between eating well and eating something they actually want. Listen understood the thesis immediately — because they’ve been writing it for years. This partnership is built on that aligned conviction.”

Beyond this investment, the startup has been scaling in numerous ways.

Smearcase won the Albertsons Innovation Launchpad at Expo West, launched nationwide at Sprouts Farmers Market, expanded within Whole Foods Market in the Northeast and launched in both Fresh Thyme in April and Fresh Market in May. 

With the expansion, the company said it will be in over 1,000 retail doors by the second quarter of 2026. 

“Protein won, but most of the products still compromise on taste,” said Jeff Cantalupo, managing partner at Listen Ventures. “Smearcase flips that. They’re bringing true indulgence into a function-first world and doing it in an aisle that’s long overdue for reinvention. Joe and Drew saw that gap early and built a product that delivers on both macros and craveability and a brand that early consumers are obsessed with. We are thrilled to partner with them.” 

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